THERE WAS FINALLY A BRAND THAT SHARED THE FATHER'S JOY IN PARENTHOOD
THE BRIEF
Launch the new collection of Little Baby Basics from Carter’s Arabia
OUR INSIGHT
Fathers shop at the store as much as mothers did and play an equal role in the
care of babies and children
Most children’s brands communicate to the mother.
Among a crowded landscape of baby clothing brands, we wanted to change mindsets and
make the association of the brand with the father impactful.
CREATIVE EDGE
We recruited 14 real fathers to share their first experiences with their baby.
IT WAS TIME MOMS SHARED THE SPOTLIGHT WITH DADS
A 360 degree campaign with touchpoints ranging from print, offline, social media, digital
media, microsite, in-store activations, POS and gifts at the hospital.
RESULTS
1. We reached 3.4 million people 2. Over 2 million views collected on the campaign videos
3. 1400+ memories were recorded from fathers
Double digit sales growth was achieved in the category.
